Akshay Kumar remains the most visible celebrity endorser in 2023: Report

TAM AdEx releases its Celebrity endorsement report for H1 2023 and the report shows Akshay Kumar having an average visibility of 31 hours/day across channels. 

The TAM AdEx Celebrity Endorsement report for the first quarter of 2023 has been released. The report provides comprehensive information about trends in Celebrity endorsement done on TV over the first half of the last three years.

The key aspects of this report are Most Visible Celebrity through Endorsement, Quantum of Sector, Categories and Brands endorsed, the ratio of ads with/without Celebrity endorsement, Monthly and Yearly Celebrity Endorsement trend, advertising theme appeal differs by Age and Gender, etc.

Celebrity endorsements have been prevailing in India for a very long time, there is an increasing challenge for brands to capture people’s time and focus. According to the report, marketers believe that brand ambassadors provide a higher degree of consumer recall.

Here are a few highlights from the same. 

In Jan-Jun’23, 28% share of the ads’ telecast on TV were endorsed by celebrities. It has been observed that film stars contributed more than 80% of advertising during Jan-Jun'23, followed by Sports Personalities and Television stars, who contributed 11% and 6%, respectively.

In comparison to the period of Jan-Jun’21, Celebrity Endorsements witnessed a 21% growth in share during Jan-Jun’22, and an 11% growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10%.

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More than 50% of the ads endorsed by celebrities fall under the top three sectors including Food & Beverages (29%), Personal Care/Personal Hygiene (17%) and Household Products (9%). The report noted that the maximum number of celebrities from different professions have endorsed rands that fall under Ecom-Gaming.

Akshay Kumar was the most visible star, retaining his position from the previous year's celebrity endorsement report with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships.

Amitabh Bachchan also has the highest number of brand endorsements followed by MS Dhoni in the period between Jan-Jun'23 with 40 endorsements and 32 endorsements respectively.

The report revealed that more than 40% of ads were endorsed by the top three celebrity couples including Akshay Kumar/Twinkle Khanna, Amitabh Bachchan/Jaya Bachchan and Anushka Sharma/Virat Kohli.

You can access the full report below.